To champion muscle health amongst Singaporeans by engaging hawker uncles and aunties as examples of strength and vitality, we celebrated their resilience and showcased their commitment to maintaining healthy muscles despite their demanding work in the food industry.
We focused on harnessing the power of hyperlocal advocates, specifically hawker stall owners, as influential figures within the community. By rallying these hawker heroes to participate in the Stand4Strength initiative and utilize the Muscle Age Calculator, we successfully raised awareness about the significance of muscle health among Singaporeans.
We witnessed a 30% increase in Singaporeans interested in understanding their muscle age; over 9,000 sign-ups for oral nutritional supplements and more than 100,000 visits to the Muscle Age Calculator website. We won GOLD trophies in the PR APAC Awards for best PR campaign.